Fa: FA HUGMAIL

Credits & Description:

Advertiser: JYOTHY LABORATORIES
Agency: TBWA\INDIA
Category: Fast Moving Consumer Goods
Advertising campaign: FA HUGMAIL
Account Director: Nirmalya Sen (TBWA India)
Copywriter: Revati Victor (TBWA India)
Creative Director: Satyajeet Kadam (TBWA India)
Copywriter: Shagun Seda (TBWA India)
Chief Creative Officer: Parixit Bhattacharya (TBWA India)
Art Director: Satyajeet Kadam (TBWA India)
Creative Director: Parixit Bhattacharya (TBWA India)
Creative Director: Shagun Seda (TBWA India)
Account Director: Nipun Goomer (TBWA India)
Copywriter: Parixit Bhattacharya (TBWA India)

Strategy
The objective was for a global deodorant brand to get a stronger foothold in the Indian market, to increase sales and strengthen the relevance of the brand thought of 'Feel Fantastic' by propagating hugs. Urban Indian women aged 15-30, had a transactional relationship with the brand. Over the counter sales were dictated by fragrance and its international imagery. At a time when life for a woman in India was not exactly a bed of roses, we endeavoured to lift the barrier of time and distance between them so that they could reach out to each other. We found a way to make women hug more and in the process increase sales by defining a new product distribution system.

Execution
Fa HugMail. India’s first national courier service for hugs. A free delivery system that enabled women to send hugs to each other by buying a Fa deodorant. We provided this service to women, as a purchase incentive via multiple channels. First, to women who purchased Fa deodorant at retail stores, or our kiosks at multiplexes, offices and colleges. We recorded their details and the details of the woman they’d like to hug. A team of women from Fa went and hugged the intended recipients at their doorstep. Each recipient was then offered a chance to send a hug to someone else by buying a Fa deodorant, starting a domino effect of purchases and hugs and virtually turning every Fa hug delivery girl into an alternate channel of distribution.

Effectiveness
From the responses at the touchpoints, the promotional activity created resonance for the brand. By creating a unique buying experience, we delivered the brand’s point of view in a meaningful way that translated into 4.56% of annual sales in a week. A week that also saw 2313 hugs being delivered to an equal number of pleasantly surprised women.